Case Study  

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The excitement started in 200l, when Scholastic purchased the rights to a classic book based series of animated stories from Weston Woods. Titles are impressive, including Curious George, Where the Wild Things Are, and Harold and the Purple Crayon.

Our Scholastic client, who we had worked for before at Nick, asked us to design a logo and a unique line of packages that would be powerful, memorable and irresistible. It was important for the line to hang together, to get attention and to sell in and sell through in Scholastic Book Clubs and in stores. The packages must communicate “book” – yet sit on a DVD.

The Kidvertisers created a multi-colored format that would let each featured story shine through. Using a textured “construction paper” background, packages communicate playful qualities and preschool friendliness. Art and typography from the original book illustrations are highlighted, and take center stage.

Scholastic branding is accomplished with a strong “happy book” logo, and red ribbon on the bottom of each package. Palette is limited to imbue videos/dvds with quality look. We also created and produced a branded animated SVC logo treatment that sits on the front of each tape or DVD.

In a market crowded with exciting licensed characters that come and go, the Scholastic Video Collection is going strong and here to stay. The collection has sold millions of units. Chicka Chicka Boom Boom (part of the collection) is the all-time best video seller in Scholastic’s book clubs.

Videos are sold at Barnes & Noble, Best Buy, Amazon.com, Blockbuster, Borders, Costco, Discovery Channel Stores, J&R Music, Musicland, Metropolitan Museum of Art, and many more. Distribution has just recently expanded to Canada. The collection has received great press and numerous awards.

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